News Corp Unveils Its Latest ‘Food, Mood & Media’ Research
News Corp Australia’s director of food Fiona Nilsson today released findings from The Food, Mood and Media Connection – a multi-disciplinary landmark study exploring the intrinsic relationship between food, emotion and media today.
Conducted by market research agency The Leading Edge and the first study of its kind in this country, the research uncovers the emotions that underpin the consumer food journey and defines how, through the use of media, it is both happiness and motivation driving consumers to positive action.
Nilsson said: “Australians are more engaged with food than ever and the overriding feeling they have toward food is one of happiness. As with most journeys however there are highs and lows along the way and as consumers navigate the five stage food process of initially being inspired, then to plan, shop, cook and share their experience, they experience negative emotions which prevent them from moving on to another stage.
“By identifying these emotional roadblocks with this study, we could then measure the impact of media in overcoming them. At every stage the study showed that media had a positive impact and acted as a strong motivation multiplier. Crucially we were then able to define not only which media but also what kind of content and messaging consumers were most responsive to at each stage.
“While intuitively it feels wrong to assume that food journeys are linear, the fact that they are interconnected has never been proven. We set out to investigate this and discovered that people are actually on multiple food journeys at the same time and that who you are absolutely makes a difference. From millennials to mums we are able to understand how their food journeys differ, the emotions they are experiencing, and how responsive they are to media along the way.”
KEY FINDINGS
- Overall, the study reinforced previous Food Corp studies that identify food as being a huge driver of happiness and joy – with one in two Australians describing themselves as a foodie. However, while happiness is incredibly important it is not enough to drive action alone. Motivation is the overriding emotion driving consumers through the food journey.
- When people go to act in the food journey a number of emotional roadblocks appear that need to be overcome to move on to the next stage. By identifying these roadblocks the impact of media in overcoming them can be measured.
- At every single stage of the food journey media has a positive impact and acts as a strong motivation multiplier. In particular during the inspiration and planning stages where 67% and 61% use media, with websites faring well throughout. The study defines not only which media but also what kind of content and messaging consumers are most responsive to at each stage, which helps overcome the emotional roadblocks and drives action.
- The food consumer journey has always been considered linear however the study reveals that it is in fact interconnected, with only 5% of people following the traditional cycle. People are on multiple journeys at the same time with most people thinking about at least two future meals and one in 10 planning four or more.
- Who the consumer is makes a big difference – and how they move through the interconnected food journey varies significantly based on demographic with the biggest disparity between millennials versus busy mums and men versus women.
The study uncovers how their food journeys differ, the emotions they experience and how responsive they are to media along the way:
- Unlike busy mums who plan first, Millennials are driven by the latest on trend ingredients and shop before they plan;
- Millennials are the most responsive to celebrity chefs and are twice as likely to say that celebrity chefs are more influential to their cooking than food bloggers;
- And when measuring emotional balance, men are drawn to indulgence, while women react well to entertainment matched with functionality.
In line with the research, Food Corp is launching two commercial offerings.
Aisle Watch is a new mobile-led brand storytelling and consumer advocacy platform using a unique templated and made-for-mobile video format. Amplified across the entire News network and powered by the unified News DNA consumer sampling panel of 100,000 members.
The Food Corp Talent Network, which will launch in early 2018. From the biggest names in food media including Matt Preston, Matt Moran and Maggie Beer, to a vast list of industry experts from butchers to bakers and baristas to beekeepers, the new talent network will have the ability to match brands to the right talent for Food Corp campaigns.
2 – grup azgın sex
3 – yenge becerme
4 – grup sex sekreter
5 – olgun kadın erkek
6 – azgın porno sikiş
Please login with linkedin to comment
News CorpLatest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.